Apple’s “Awe Dropping” Event Set for Sept 9: iPhone 17 Air and More Coming

Apple has locked in September 9, 2025, for its next iPhone launch event, officially branded “Awe Dropping.” The keynote will take place at the company’s Apple Park campus in Cupertino and, as usual, will be streamed worldwide. This year’s showcase is set to center on the iPhone 17 family, which Apple is framing as the next major step in its hardware lineup.

What to Expect at Apple’s September Event

The star of the show will almost certainly be the iPhone 17 series. Apple is preparing four models: the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new entry called the iPhone 17 Air. The Air is positioned as an ultra-thin replacement for the outgoing Plus model, and industry watchers are treating it as one of the most significant design shifts since the iPhone X.

Alongside the new iPhones, Apple is also expected to refresh its wearables. The Apple Watch Series 11 and the third-generation Apple Watch Ultra are both on deck, while AirPods Pro 3 could bring upgrades in both sound and health features. Updates to the Apple TV 4K and HomePod hardware are rumored to round out the hardware lineup, though Apple has not confirmed these.

Software will also take the spotlight. iOS 26, featuring the new “Liquid Glass” interface, will be demoed on stage to show how the redesigned system fits across Apple’s latest devices. Apple typically uses the iPhone event to frame software as part of the ecosystem story, so expect live demos during the keynote.

Event Timings and Availability

The keynote begins at 10 AM PT / 1 PM ET (10:30 PM IST) and will be broadcast on Apple’s website, the Apple TV app, and YouTube. Preorders are expected to open on September 12, with first shipments and in-store availability beginning September 19. The public rollout of iOS 26 should follow within days of the event, landing on compatible iPhones shortly after the keynote.

Apple’s Next Chapter

This year’s lineup could be one of Apple’s more ambitious fall launches. The iPhone 17 Air in particular is drawing attention as a sign of Apple experimenting with thinner hardware after years of incremental updates. Combined with iOS 26’s new design language, Apple is signaling that it wants this cycle to feel like a reset rather than a simple refresh.

Whether it lives up to the branding is another matter. Apple’s “Awe Dropping” name suggests it wants this keynote to be remembered, but expectations will be difficult to match given the company’s history of tightly staged product launches.

Would the arrival of an iPhone 17 Air make a difference for you, or does it feel like another iteration? Share your take on Apple’s September event below.